MADISON, NJ—With Black Friday and Cyber Monday a little more than a week in the future, a new Coldwell Banker Commercial Affiliates survey gives cause to expect throngs of shoppers on the day after Thanksgiving. Conducted online by Harris Poll among 2,001 adults segmented into four age cohorts, the survey found that 47% of US adults prefer to make purchases in brick-and-mortar stores over buying on the Web.

“Despite doomsday headlines about the retail industry and how e-commerce has taken over, our survey has found that Americans still enjoy and remain loyal to in-store shopping, regardless of the retail climate,” says Fred Schmidt, president and COO of Coldwell Banker Commercial Affiliates. “When asked a similar question in 2016, 43% of Americans preferred to shop in-store over online, and this year it has ticked up to 47%. All in all, this shows that brick-and-mortar retail remains steady, but there is work to be done to keep the industry relevant.”

Brick-and-mortar or no, a little tech helps set the stage for a rewarding shopping trip. Thirty-five percent of survey respondents said that in-store technology, such as self-serve kiosks and checkouts, improves their experience. And more shoppers are becoming comfortable with virtual reality: 17% of this year's respondents said they're open to it, comparted with 10% in last year's survey.